Public Address won the work off the back of its years working closely with Language of Yes parent company E&J Gallo Winery on branding projects for its range of wines. The agency says that this is its "all-time favourite wine branding project".
According to the agency, Randall Grahm is best known for his "decades of pioneering work with low-intervention, biodynamic wine and transparent labelling practices."
The visual identity is based on the LOY wine label designed by Chuck House and aims to create a "historic-meets-tongue-in-cheek approach."
While researching for the project, House found an out-of-print, WWII-era French book at a rare book dealer in Paris and ultimately pulled images from this book to incorporate into LOY's labels. Public Address then created the rest of the design system "to take on a distinctly literary look to match".
This includes the use of typography that interprets the history of a specific place in a contemporary way. According to the brand, Baskerville is used on the label alongside Traulha, a typeface inspired by the same Occitan culture that inspired the 'Language of Yes' wine.
The brand tone of voice looked to use Grahm's "vibrant personality as the brand protagonist." The overall tone aims to be "reverential, with a twist".
Public Address' global client list includes the LA 2028 Olympics, Netflix, MGM studios, and more. Its designs for The Language of Yes will be rolling out across its entire site and e-commerce platform in September.